Most companies treat CRO as just another conversion tactic.

But what if CRO could be your tool for capital allocation decisions?

In this episode, Arshdeep Singh, Former Senior Director of Technology at Kapiva, sits down with our host Niti Sharma for an in-depth conversation.

He shares how he transformed experimentation from isolated AB tests into a strategic growth engine that helped scale the company to multimillion-dollar revenue.

Arshdeep has nearly two decades of experience scaling platforms, leading high-performing engineering teams, and driving AI-led transformation.

During the episode, Arshdeep also reveals the frameworks, mindsets, and guardrails needed to make experimentation work across product, engineering, data, and CX teams.

Key insights from this conversation:

- How to identify and operationalize compounding loops for exponential growth

- Why experimentation should drive capital allocation decisions, not just conversion uplift

- Setting North Star metrics and guardrails to prevent siloed optimization

- Building a culture of testing that celebrates learning, not just wins

- Democratizing CRO across non-tech teams without compromising quality

Chapters:

00:00 - Episode trailer

01:54 - Niti and Arshdeep kick off the conversation

04:09 - Scaling from early stage to multimillion-dollar revenue through CRO

06:30 - What are compounding loops in experimentation?

07:27 - Essential cultural traits for cross-functional experimentation

09:00 - How AI is reshaping experimentation speed and quality

11:08 - Using AI to safeguard reliability in customer experiences

12:45 - Mobile-first experimentation: Beyond transactions to habit loops

14:40 - The ICE Framework for experiment prioritization

17:07 - Why data-driven decisions beat intuition (but intuition still matters)

19:53 - Setting guardrails: Shared objectives and North Star metrics

22:06 - Moving from conversion tactics to strategic growth enabler

25:15 - Getting CRO buy-in from leadership and stakeholders

26:49 - How VWO helped democratize experimentation at Kapiva

29:00 - Why some companies succeed at experimentation (and others fail)

31:42 - Best advice Arshdeep has received

33:50 - Rapid Fire:  If you were starting a career in CRO today, what would you do differently?

34:13 -  One thing your non-industry friends don't understand about your job.

35:06 - Book recommendations

36:06 - Go-to travel destination

36:52 -   One thing AI will take over in the next 3 years

37:42 - If not tech, what other profession would you have chosen?

38:50 -  Dream or goal you want to accomplish in the next 3 years

39:59 - Advice for listeners

40:38 - Niti and Arshdeep sign off